Google reminds Aussies of the power of Google Search and Maps

21 August 2019

Advertiser: Google
Creative Agency: 72andSunny
Media Agency: PHD Network

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Time Well Spent is an integrated digital and television campaign which includes API-driven digital out of home sites.

Time Well Spent is the focus of a new Google campaign that reminds Aussies of the power of Google Search and Maps in helping them do the things they love every day.

Google Search and Maps gives Aussies answers quickly, saving them time to spend on the really important things - the things they love doing.

Find sports scores immediately, discover a faster way to your morning swim, work out if there is a gym nearby, and just where exactly is that new coffee place?

The integrated digital and television campaign runs for eight weeks to remind Aussies of the daily delight Search and Maps bring to help make the most of everyday.

“This campaign demonstrates how Google’s apps can help Aussies make the most of our time - putting the answers we need at our finger tips and helping us get out and discover local gems in the neighbourhoods around us," Google’s AuNZ director of marketing Aisling Finch says.

The campaign taps into YouTube’s non-skippable ad formats to tell a story about single product features. For example, being able to search for dog friendly beaches nearby.

Part of the campaign uses API-driven digital out of home sites allow Aussies to discover nearby gyms, the best local restaurants, even local parks - increasing the relevance of the messages to local audiences throughout their day.

Google has also teamed up with nine restaurants in Melbourne and Sydney for ‘Signature Searches’.

The activation is designed to help Aussies discover local gems through unique searches for unique dishes.

From the vegemite curry roti at Sunda Dining to the matcha lamington at Cafe Oratnek, each dish tells a story and brings to life the merchant’s passion for food.

It’s being supported by a partnership with Time Out that tells the back story to the dishes - and accompanying advertising and social with the hashtag #foundongoogle.

Sport holds a special place in Aussies’ hearts. Google has partnered with the AFL to get people closer to the action. As part of this, fans are now able to vote for their favourite AFL players right on Google Search.

The campaign is supported by awareness films, broadcast integration with Channel 7, Digital signage, DOOH and in-stadia signage.

Credits

Client: Google Australia

Client Marketing Team: Aisling Finch, Elizabeth Cha, Zoe Hayes, Ben Mills, Nicholas Hirst, Pat Barclay

Creative Agency: Anthem by 72andSunny (Sydney)

Media agency: PHD and Essence

Experiential agency: Amplify

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